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THE INFLUENCE OF CONSUMTIVE BEHAVIOR, CONSUMER TRUST, AND CONSUMER LIFESTYLE ON PURCHASE DECISIONS IN USING SHOPEE PAYLATER AMONG ECONOMICS AND BUSINESS STUDENTS AT PANCASAKTI UNIVERSITY, TEGAL

Abstract

This study aims to analyze the influence of consumer behavior, consumer trust, consumer lifestyle on Shopee PayLater purchasing decisions on economics and business students at Pancasakti University, Tegal. The results indicate that partial tests reveals that consumer behavior maintains the strongest positive correlation with purchasing decisions among the variables studied (β = 0.356, p < 0.05). The model also identifies consumer trust as a critical factor, with a regression weight of 0.274 and a significance level well below the 0.05 alpha threshold. Additionally, consumer lifestyle contributes significantly to the regression model, evidenced by a coefficient of 0.267 (p = 0.015). These metrics suggest that enhancements in consumer engagement and trust-building measures are likely to yield higher conversion rates. Simultaneously, consumer behavior, consumer trust, and consumer lifestyle showed an F-test and F-count value of 19,546, with a sig. of 0.000 < 0.05. This means that consumer behavior, consumer trust, and consumer lifestyle simultaneously influence the purchase decision of Shopee PayLater among economics and business students at Pancasakti University, Tegal.